For many subscription businesses, the customer relationship is purely transactional. But to truly drive growth, brands must build a service and experience that engages subscribers on a deeper emotional level. So we commissioned the research to find out how.
Working with business psychologists, we explored how consumers really think, feel and behave when they interact with their TV subscription services.
“Brands and subscribers behave like they're in a romantic relationship — albeit a toxic one. Brands display narcissistic traits that turn subscribers off, and fail to connect emotionally while still expecting commitment in return.”
The finding is clear: many brands are missing the chance to build a happy, loyal customer base — and the fix is emotional, not just transactional.
Qualitative research lead — designing and running the consumer studies behind the reports.
Interpreting the behavioural science — why subscribers act the way they do at each stage.
Tips and advice to build positive relationships with your subscribers — across acquisition, growth and churn. Tell us where to send them and each report lands in your inbox.
Part 1 · ↑ Acquisition
Delve into the mindset of a subscriber as they sign up to a service — what pulls them in, what makes them hesitate, and how to convert intent into a paying subscriber.
Request the report
Part 2 · ↑ Growth
Discover proven best practices to increase average revenue per user — how subscribers respond to upgrades, bundles and the moments that lift their value.
Request the report
Part 3 · ↓ Churn
Learn new strategies to retain and win back subscribers — why they leave, what brings them back, and how to recover the ones you've lost.
Request the reportTwenty minutes to see how the research translates into decisions on your three numbers.
Book a demo